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I think John is on the money so to speak. If you make a good, long-lasting shoe (even if it is optimized for certain types of terrain only) and sell it for $40, you can pretty much forget about the need for the shoe to be customizable. 5.10 heels do not fit my feet. Other than that, I have worn Sportiva, Mad Rock, and Scarpa with good results.

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"You have to decide to do a flag, where you can broke your vertebrae or a barn door depending of your pro" - the poster formerly known as Champ

You need to come up with a base design first, or several to cater to a specific function each, and not allow variance from there. Then you can customize portions like rubber, lined or unlined, Velcro or laces, and colors.

The more you allow the design to change the more expensive and lengthy the build per shoe will be.

Heck, you will probably satisfy the masses if you allow custom color selection only.

Look at what Wild Things does with their custom garments. Pretty cool stuff, I built my own wind pro hoody in the exact colors I wanted on a kick ass base design.